Marketing Communications / Principles and Practice
Marketing Communications / Principles and Practice
- International Thomson Business Press, 1999
- 534
This text provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Preface, Introduction and Overview of Marketing Communications, Planning the Marketing Communications Process, The Organizational Context of Marketing Communications, The Drive for Integrated Marketing Communications, The Communications Process and the Semiotic Boundary, Adoption and Diffusion Processes, Environmental Issues in Marketing Communications, Marketing Communications Activities, Advertising, Direct Marketing, Marketing Public Relations, Relationship Marketing, The Argument for Advertising Agency Remuneration, Role and Function: Principles and Practice Revisited, Index.
1861521960
This text provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. Preface, Introduction and Overview of Marketing Communications, Planning the Marketing Communications Process, The Organizational Context of Marketing Communications, The Drive for Integrated Marketing Communications, The Communications Process and the Semiotic Boundary, Adoption and Diffusion Processes, Environmental Issues in Marketing Communications, Marketing Communications Activities, Advertising, Direct Marketing, Marketing Public Relations, Relationship Marketing, The Argument for Advertising Agency Remuneration, Role and Function: Principles and Practice Revisited, Index.
1861521960